This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites. View Summary

This paper presents a methodological framework for using opinion mining to analyse comments on social networking sites. A series of procedural recommendations is described and compared with the content analysis method. The major steps include brand selection, determination of a classification scheme and categories, human coding, programming of the automated classification algorithm, and evaluation of the classification results. We then present the results of a pretest that examined the content of Tweets about IKEA. After human coding of 100 Tweets, the automated classification was carried out. The Precision measure achieved more than 65% for the first classification (Satisfaction, Dissatisfaction and Exclude) and 64% for the second classification (Sharing, Information, Opinion, Question, Reply and Exclude), demonstrating the efficiency of mining Tweets for emotional patterns. Combining the two classification schemes, the pretest performs a social network analysis to identify interrelationships among the Tweets. In closing, methodological implications and utility for marketing research are discussed.

6

IKEA: Playin' With My Friends - How IKEA re-engaged parents by thinking like their children

Includes video content

Recommended by Warc editors

Trends

Best Practice

Cannes Creative Lions, Creative Effectiveness Lions, 2014

his case study describes a campaign in the UK by Ikea, the home furnishing retailers, which targeted parents aged 25-44 with an ad made from a child's point of view. View Summary

his case study describes a campaign in the UK by Ikea, the home furnishing retailers, which targeted parents aged 25-44 with an ad made from a child's point of view.

The company was operating in a competitive and declining market, with growth not expected to return for several years.

This case study explains how, in response to difficult economic time, DESS, a Spanish furniture retailer, created a new mattress product to meet emotional and functional needs of worried consumers. View Summary

This case study explains how, in response to difficult economic time, DESS, a Spanish furniture retailer, created a new mattress product to meet emotional and functional needs of worried consumers.

Tough economic times meant sales of mattresses had declined, putting DESS' business under threat, but ordinary promotional campaigns were not working for competitors.

Based on concern about the safety of banks a new mattress product with a built-in safe was created, helping people feel secure and sleep well.

The company was presented as 'My mattress savings bank', including online video, company website and stores.

The campaign generated earned media coverage worth more than 8 million euros in 74 countries, and increased orders by 836%.

8

IOR Group rebrand: From imagination to creation

Includes video content

Recommended by Warc editors

Trends

Best Practice

Design Business Association, Silver, Design Effectiveness Awards 2014

This case study looks at how IOR, a corporate interiors and furniture supply company in the UK, created a new brand that would allow them to address new high net worth clients, both nationally and globally. View Summary

This case study looks at how IOR, a corporate interiors and furniture supply company in the UK, created a new brand that would allow them to address new high net worth clients, both nationally and globally.

The smaller, mid-sized fit-out projects that had traditionally been IOR's client basis was becoming increasingly competitive, so IOR looked to projects of £1m+ for growth.

The brand put focus on in-house creativity and premium design capabilities, while making sure that the 'build' aspect of the offer remained as prominent.

This was housed under the brand proposition: "From imagination to creation".

The rebrand led to IOR's highest ever end-of-year turnover.

9

IKEA: Make small spaces big

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, DMA Awards, Silver, 2013

This case study describes a campaign in the UK by IKEA, the flat pack furniture and home furnishings retailer, which sought to increase consumer awareness of its home furnishings offering. View Summary

This case study describes a campaign in the UK by IKEA, the flat pack furniture and home furnishings retailer, which sought to increase consumer awareness of its home furnishings offering.

Communications explained the space saving products the company sells in an engaging way.

An interactive tool was created for desktop and mobile which showed space saving solutions and explained how they worked to viewers.

The tool was promoted by email to members of the company's loyalty programme.

As a result of the campaign there were 285,000 unique visitors to the site, with 82% exploring two or more rooms in the tool.

The campaign yielded 5.8% more sales than previous campaigns.

10

IKEA weatherman

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, DMA Awards, Gold, 2013

This case study describes how IKEA, the home furnishings company, used digital channels to provide personalised weather forecasts to loyalty card holders in the UK, in order to promote its outdoor range. View Summary

This case study describes how IKEA, the home furnishings company, used digital channels to provide personalised weather forecasts to loyalty card holders in the UK, in order to promote its outdoor range.

When the weather was going to be good, emails were sent with a weather forecast for the individual's own garden, and highlighting the company's products.

During the campaign an average of 2,000 people a day used the online planners, and a sales uplift of 7.5% was generated compared with the control group.

This case study describes a low budget campaign by DeS'S, a Spanish manufacturing and distribution company, that launched a new product in order to increase sales in a difficult market. View Summary

This case study describes a low budget campaign by DeS'S, a Spanish manufacturing and distribution company, that launched a new product in order to increase sales in a difficult market.

The difficult economic situation in Spain meant that consumers were unwilling to buy non-essential items, putting pressure on DES'S business.

The new mattress product capitalised on consumers' mistrust of banks by incorporating a safe.

Marketing communications across a website, online video, online ads, and in-store advertising positioned the mattress as a new savings bank, emphasising its ability to help people to sleep better - by helping to alleviate money worries.

The website and DeS'S stores were re-branded as a bank, including fake ATMs in the stores.

The campaign gained significant international press and media coverage, and increased sales by 836%.

12

Inter IKEA Systems BV (Retail)

Includes video content

Recommended by Warc editors

Trends

Best Practice

Euromonitor Profiles, October 2013

This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV. Included is a strategic evaluation with key facts about the Swedish company, competitive positioning against comparative brands, and assessment of its position in the retail market. View Summary

This Company Profile from Euromonitor provides key details and analysis of Inter IKEA Systems BV. Included is a strategic evaluation with key facts about the Swedish company, competitive positioning against comparative brands, and assessment of its position in the retail market. Brand opportunities and strategy are identified and recommendations for the future offered.

This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China. View Summary

This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China. The annual catalogue is IKEA's main communication channel globally and IKEA needed to address a key marketing challenge global brands are confronted with: how to ensure that global communication efforts stay locally relevant. The paper also shows what's next for MROCs and shares best practices in moving an existing qualitative project online, creating internal buy-in for emerging methods, engaging internal audiences with the results, reactivating a MROC and using a MROC as the backbone while fusing it with other qualitative, quantitative and observational research techniques.

14

IKEA 2012 Catalogue: A roommate worth having

Includes video content

Recommended by Warc editors

Trends

Best Practice

Cannes Creative Lions, Creative Effectiveness Lions, 2013

This campaign for IKEA, which ran in western and southern Australia, aimed to reverse the IKEA Catalogue's declining recall, generate awareness and inspire people to keep it around their homes for a full year. View Summary

This campaign for IKEA, which ran in western and southern Australia, aimed to reverse the IKEA Catalogue's declining recall, generate awareness and inspire people to keep it around their homes for a full year. Campaign creative was based around the idea that IKEA would pay "rent" to customers who registered their catalogue for every month they kept it at home; this rent consisted of discount vouchers. This idea was promoted via TV, print, in-store, digital display and social media, among other channels. Awareness of the catalogue increased by 10 percentage points year-on-year, while store and IKEA website visitors also rose.

15

IKEA Canada: Moving Day

Includes video content

Recommended by Warc editors

Trends

Best Practice

Cannes Creative Lions, Creative Effectiveness Lions, 2013

IKEA, the furniture retailer, needed to retain store traffic and sales against a range of major competitors trying to gain share in the Canadian homeware market. View Summary

IKEA, the furniture retailer, needed to retain store traffic and sales against a range of major competitors trying to gain share in the Canadian homeware market. It identified an opportunity in Quebec's annual "Moving Day" event, when up to 225,000 people all move house on the same day. The significant challenge was to create relevance and build positive brand equity to drive sales and traffic during a time when people were trying to shed unwanted things. IKEA created a range of moving boxes with useful features like packing lists and discount offers and distributed them around the city of Montreal, for free. Radio advertising was used to drive awareness. Total weekend store visitors increased 14% and total weekend store sales increased 25% on the comparable period the year before.

For IKEA, the world's largest furniture retailer, the launch of its catalogue sets the commercial tone for its whole year. View Summary

For IKEA, the world's largest furniture retailer, the launch of its catalogue sets the commercial tone for its whole year. However, research was showing that in Western Australia and South Australia recall of the IKEA catalogue had slumped to an all-time low in 2010. This case study describes a novel approach to product placement in which West and South Australians were told that they would get paid monthly 'rent' if they gave the catalogue a home and would continue to be paid rent for each month they kept it there. The rent was in the form of monthly "rent cheques" that gave customers money back when they bought goods from IKEA stores. Boosting both store and online visits as well as sales, IKEA's Rent campaign delivered incremental revenue and a return on marketing investment of $1.67:1.

17

IKEA: Human Coupons

Includes video content

Recommended by Warc editors

Trends

Best Practice

Heather Morrison, Warc Prize for Innovation, Longlisted, 2013

For IKEA Canada, the home furnishings retailer, the opening of a new store is typically a big deal. However, this was not the case in Richmond, British Columbia, a sister city to Vancouver whose booming development and rapid revitalization had drastically diluted people's excitement and anticipation of the next big retail arrival. View Summary

For IKEA Canada, the home furnishings retailer, the opening of a new store is typically a big deal. However, this was not the case in Richmond, British Columbia, a sister city to Vancouver whose booming development and rapid revitalization had drastically diluted people's excitement and anticipation of the next big retail arrival. This case study details how the brand used a variety of outdoor, print and digital executions to bring to life the idea of a “human coupon” only redeemable at the Richmond store. Increases in visitors, sales and social media impressions are cited as evidence of the success of the campaign.

Furniture retailer IKEA needed to defend traffic and sales versus a range of major competitors trying to gain share in the Canadian homeware market. View Summary

Furniture retailer IKEA needed to defend traffic and sales versus a range of major competitors trying to gain share in the Canadian homeware market. It identified an opportunity in Quebec's annual 'Moving Day' event, when up to 225,000 people all move house on the same day. The significant challenge was to create relevance and build positive brand equity to drive sales and traffic during a time when people were trying to shed unwanted things. IKEA created a range of moving boxes with useful features like packing lists and discount offers and distributed them around Montreal, for free. Radio advertising was used to drive awareness. As a result, sales increased by 15% versus the same period the previous year and it attracted 8% more store visitors.

In Canada, furnishing retailer IKEA was starting to see signs of flattening brand and product range awareness, negative footfall and increasing competition. It was found that over time, IKEA's emphasis on style and price had eroded perceptions of quality. To reverse this decline, research was designed to understand people's relationship with both their home and the core areas within it. This led to the creation of the "Long Live The Home" brand tagline, and a multi-media advertising campaign with core rooms of the house representing aspects of consumers' characters. Top-of-mind awareness increased by 3% over six months, range perception increased 4% and store visitors and sales goals were surpassed.

20

IKEA: Snap a Napper

Includes video content

Recommended by Warc editors

Trends

Best Practice

Direct Marketing Association - UK, DMA Awards, Gold, 2012

This campaign raised awareness in the UK that furniture retailer IKEA has everything needed to ensure a perfect night's sleep. View Summary

This campaign raised awareness in the UK that furniture retailer IKEA has everything needed to ensure a perfect night's sleep. The Snap a Napper competition highlighted people nodding off during the day and gathered over 44,000 YouTube views, 13,650 Facebook visits and a 21.9% increase in IKEA's Facebook fan base. This was a key part of a wider campaign that generated an ROI of 17:1.

21

IKEA: Moving Day

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, 2012

July 1st is Moving Day in Quebec, Canada, when 225,000 Montreal residents move house at the same time. View Summary

July 1st is Moving Day in Quebec, Canada, when 225,000 Montreal residents move house at the same time.

IKEA wanted to insert itself into an occasion when home furnishing purchases were far from being a priority.

It did this with a campaign showing Quebecois that a move organised by IKEA is a move made better.

Free moving boxes - printed with tips, a checklist and a dinner offer at IKEA - were distributed around the city, including being hung flat on walls where they doubled as posters.

Sales increased 24.5% while store traffic was up 14%.

22

IKEA: Baby Steps

Includes video content

Recommended by Warc editors

Trends

Best Practice

Warc Prize for Asian Strategy, Entrant, 2012

In 2011, IKEA, the home furnishings store, was looking to get its Malaysian shoppers interested in embracing a culture of 'everyday green living', despite their widespread indifference to and fatigue with green/eco concepts. View Summary

In 2011, IKEA, the home furnishings store, was looking to get its Malaysian shoppers interested in embracing a culture of 'everyday green living', despite their widespread indifference to and fatigue with green/eco concepts. IKEA decided focus on the sentiment that parents are babysitting the planet for their children. From that came the idea of parents helping their baby to walk and taking 'baby steps' to everyday green living. A social media-driven campaign featured children telling their parents what could happen if they didn't look after nature. Print ads drove traffic to stores while in-store areas highlighted eco-friendly products. Average weekly sales for advertised eco-friendly products subsequently rose by 40%.

The IKEA catalogue sets the furniture and homewear retailer's commercial tone and prices for the whole year and is distributed annually via letterbox drop to all Australian households in Perth and Adelaide. View Summary

The IKEA catalogue sets the furniture and homewear retailer's commercial tone and prices for the whole year and is distributed annually via letterbox drop to all Australian households in Perth and Adelaide. However, recall of the catalogue had been in steady decline over the four years preceding 2011. To create excitement around the delivery and inspire people to keep it for the full year, the creative strategy was to "rent" the space that the catalogue occupied. Once registered, consumers would receive "rent cheques" that could be spent in-store. This idea was supported with a multichannel campaign and resulted in increased store visits and website traffic, generating an ROI of $30.38 for every $1.

24

IKEA: Moving Day

Includes video content

Recommended by Warc editors

Trends

Best Practice

Effie Worldwide, Gold, North America Effies 2012

During the annual July 1st long weekend in Canada, the people of Quebec traditionally move home, not one by one but all at once. View Summary

During the annual July 1st long weekend in Canada, the people of Quebec traditionally move home, not one by one but all at once. The IKEA Moving Day campaign emerged out of a key insight that what people needed the most from IKEA was what was most scarce - boxes. To achieve high visibility, reach and frequency, boxes were posted around the city in easy-to-find, high-traffic locations. A coupon was printed on each box for both an IKEA restaurant and décor offer. As a result, store traffic increased +14% on the same weekend the previous year and sales increased by +24.5% on the previous year.

25

IKEA: How IKEA got over itself and became happy inside (or cultural integration in three easy-assemble steps)

IKEA, the homewares retailer, needed to reverse a decline in top of mind awareness, increase its penetration and offset a general economic slowdown in the UK. View Summary

IKEA, the homewares retailer, needed to reverse a decline in top of mind awareness, increase its penetration and offset a general economic slowdown in the UK. In particular, the chain wanted to deliver short-term increases in visits to IKEA stores and drive sales of its kitchens and storage products. Using a mixture of consumer and cultural insights, the brand decided to align itself with Britons' ideas of the importance of home, and focused on prompting reconsideration of its kitchen and storage product lines. This case study outlines how the brand delivered against three specific briefs and revived its scores for awareness and emotional proximity, as well as growing kitchen sales.